19 InsideOutdoor | SUMMER 2022 omni-channel shopping has accelerated. According to Quantum Metric’s analysis of online shopping experiences, mobile devices dominate traffic volumes, particularly around the holidays. When it comes to conversion rates, however, month-tomonth rates for desktops is nearly twice as high as mobiles. Desktops also have a lower cart abandonment rate than mobiles. “What we are seeing is that mobile shopping isn’t a clean one-stop experience. It is part of the much larger customer journey,” said the Quantum Metric report. “With consumers now taking more time to research and plan their shopping, we are seeing mobile used as a tool along the way.” Even when an item is placed in a cart, and it would seem the heavy lifting is done, monthly cart abandonment rates have been up compared to year prior rates. Analysts at Quantum Metric also are seeing more and more shoppers beginning to build wishlists of purchases they intend to make later. When asked, 39 percent of consumers estimated they build one to two wishlists a month, and 28 percent say they build one to two lists per week. And while the intent to purchase is certainly better than none at all, when an item sits on a wishlist, there’s certainly a chance the shopper is keeping an eye out for a better price somewhere else or a better deal on something similar. “The majority of consumers building wishlists have some intent or interest in purchasing the item, just not right away,” said the report. “For 43 percent of consumers the decision to make a purchase depends on what they can afford, a trend we will continue to see as a major factor in light of recent inflation.” One thing is for certain, retailers are in for a long BTS-to-holiday shopping season. Activity will start earlier than ever while consumers also could be more patient than ever. Clearly, there are reasons why shoppers might want to grab what’s on the shelf before it’s gone or something like a railroad strike further strangles supply chains. But talk of inflation, recession and layoffs will pressure shoppers to wait for endof-season deep discounts or new information that might verify their decisions or change their minds. Either way, shoppers certainly are utilizing the choices of channels and platforms that are available to them in the new omni-channel realm. Retailers that provide adequate information across all channels and work to instill confidence that a product is worth the price will increase their chances of having happy holidays. That’s largely why three-quarters of retailers surveyed by marketing analytics company Vericast said they need to give consumers stronger reasons to purchase. A full 81 percent of retailers said consumers are looking more for deals and discounts. “People are willing to spend,” said Vericast analyst, “but retailers need to give them a reason to splurge — now more than ever.” m Source: Quantum Metric NOV 7 0 2.5 5 7.5 10 NOV 14 NOV 21 NOV 28 DEC 5 DEC 12 DEC 19 DEC 26 Week of JAN 2 JAN 9 JAN 16 JAN 23 JAN 30 FEB 6 FEB 13 FEB 20 2020-21 2021-22 Conversion rate (%) TrafficVolumes by Device: Nov 2021 - Feb 2022 Source: Quantum Metric Mobile Desktop 0 200 400 600 NOV DEC JAN FEB 150% 50% Traffic volume (millions) Mobile Desktop Conversion Rates by Device: Nov 2021 - Feb 2022 Source: Quantum Metric 0 2.5 5 7.5 10 12.5 Conversion rate (%) NOV DEC JAN FEB
RkJQdWJsaXNoZXIy NTg4Njc=